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It does however, need to be updated. This was a well written, easy to understand book for those who want to understand the world of PPC.
The world of the Internet chages so quickly it is difficult to get a book to market with current information in a timely fashion. Unfortunately the information in this book is outdated.
PPC/SEM is significantly more competitive, and the strategies for getting your ads in front of customers have gone beyond keyword suggestion tools and building landing pages - and also become much more expensive. You're certainly not going to become a PPC master from this book alone, though obviously most Dummies books are not meant to do that.The broader problem is that this was published in 2006 and the Internet landscape has changed considerably since then. I'd be interested in seeing a revised version of this book for the 2010 SEM market. If you're completely new to PPC and SEM, then you may well find some introductory value to the concepts and underpinnings of web advertising. It's certainly well written from that perspective, including 'Advertising 101' issues such as measuring your ROI.
All those pearls are thrown to readers under 'dummy" title, which I consider unfair to author.Anyway, there is one of the best book as for experienced and same for dummies. And here is what I need, to say. As you probably know, that Dummies books are usually annoyingly full of screenshots of how to make so commonsense things, like I wonder sometimes, why they do not force the author teach how to switch on the computer, before move to cover PPC or SEO topics.And here is where this authors genius steps in.- Thank you to Peter, that he avoided to copy paste half of Google Help menu, I can imagine, his fight with dummies staff on a topic.- Book in fact is 3:1 in or 4:1 - it covers a topics what hardly are covered in other books on topic - like landing page optimization, website usability and even website branding and positioning - in context of PPC. I had purchased this book only because I highly enjoyed the another Peter Kent's volume: Search Engine Optimization For Dummies (For Dummies (Computer/Tech))Important to say, that at the time I bought this book, in my shelf sits more than 10 books on this topic and I run PPC campaigns for 5 years already. There are gems gems gems inside. And the book with a title DUMMIES - if written by such author as Kent, are invaluable. Sadly, that a real "dummy" will definitely miss them, and in contrast, those who might get a lot from those gems - experienced PPC warriors like me - will just avoid book, because of the title.
I would recommend a more advanced book. This is not a book if you have already PPC campaigns running. This book is more targeted to get you up and running with starting a Pay Per Click campaign. This book spends alot of time with just setting up accounts with Google, Yahoo and MSN.
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